13 Steps: How to Advertise my Business Locally

Many entrepreneurs and small business owners ask us: what are the best ways to advertise the business locally? In this article, we provide a list of 12 steps to take to get the word out about your business in the local area.

By: Brad Nakase, Attorney

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How Can Business Owners Promote their Businesses Locally?

The competition to win over customers can be strong in small local areas. However, business owners who have researched the region and its customers and who have an organized plan tend to fare better than those who are not prepared.

Understanding your customers’ perspectives is paramount to becoming a part of the community. Therefore, small business owners cannot approach local promotion haphazardly. Instead, business owners must devise clear marketing strategies that target local customers.

Can Businesses Promote Themselves Locally for Free?

While some local marketing options cost money, numerous strategies are free, and some cost very little. We will look at all of these options in this article.

The Local List: 12 Steps to Promoting a Business Locally

All companies are different and may require different marketing strategies. Plus, there is rarely one marketing strategy that alone reaches all clients. Instead, strategies geared to the business and the business owner’s skills and interests usually work best.

Begin a Referral Program

Consumers place a lot of trust in friends and family and usually take their business recommendations to heart. Therefore, starting a referral program can increase business and improve the company’s relationship with current clients.One way to make a referral program work is through incentives. For example, businesses can offer discounts to customers if they bring in family and friends.

An Example: Jake’s Tree Farm

For example, Jake’s Tree Farm is preparing for its holiday rush, and Jake wants business to improve this year. So he decides that each customer who refers a new client to him gets a small Christmas wreath. Since Jake has an employee fashion the wreaths out of old trees on the farm, this idea is affordable, and Jake’s Tree Farm sees a 35% increase in business by the new year.

Referral programs provide a great way to build new brand awareness through an old channel: word of mouth. Plus, referrals do not necessarily have to be family or friends. Sometimes, influencers and celebrities are trusted enough by their fans to take their advice.
Join Up With Local Celebrities and Influencers

Social media influencers are now a force in the marketing and advertising world, and their rise shows no sign of stopping. Influencers have a significant online following that enables them to inspire consumers to make confident purchasing decisions.

These days, more and more businesses are partnering with influencers from the local area. A little research on the influencer and a clear sense of the target market can help business owners decide whom to contact. From there, it is up to the business owner and the influencer to make a deal.

Some influencers have pricing structures, while others will work for free products or services. Usually, this marketing strategy is relatively affordable, and engagement rates will be strong if the influencer is a good match for the target demographic.

Some entrepreneurs and business owners are still somewhat wary of partnering with social media influencers. Still, it may help to think of them as confident, popular friends who can inspire an uptick in business.

An Example: Gus Guitars

Gus Guitars is a local celebrity around Austin, Texas, with a strong social media following. Bob’s Burgers is just establishing itself in the Austin area. Bob notices that Gus features food on his Instagram and reaches out. Soon, the 25-year-old singer signs up to promote Bob’s Burgers in exchange for a modest sum and free cheeseburgers. A year later, Bob’s Burgers has doubled its business.
Become a Blogger

Creating interesting blog posts can draw customers in and provide them with brand information. In addition, online blogging is free, and though it has a global reach, blogging can be very effective when used locally.Though many view a blog as a chance to write about whatever they want, effective blogging that brings business relies on technical skills. For example, when promoting their products, many bloggers use a Search Engine Optimization (SEO) strategy and keyword strategies to appeal to their audiences.

An Example: Karl’s Kayak Adventures
A new kayak company that offers rentals and guided tours opens in Lake Tahoe, California. The company hires an SEO blogger who gets to work researching local search terms. She realizes that many people in Tahoe search out “kayak trips Tahoe” and “Lake Tahoe kayak rentals.”These phrases inspire blog topics and are used for SEO purposes. Karl’s Kayaks sees a boost in local SEO performance and an increase in the readers of its blog. Based on this, business increases in the next quarter by 15%.
Utilize Social Media Marketing

Social media may be known for its nationwide and even global reach, but it can help drum up more local businesses when used correctly. Facebook, Twitter, LinkedIn, and more can all be used in a variety of ways, including:
- Posting pictures and videos of products and services
- Tagging local areas and landmarks
- Interacting with clients and prospective clients
- Spreading the word about new products and the brand
- Establishing a consistent tone and aesthetic
- Promoting sales, discounts, contests, and seasonal specials
Since customers use social media platforms to find out about local businesses, it is vital to be prepared when they reach out. When businesses do not answer questions or respond to comments, it erodes customer trust. However, customers see the company as approachable when a business is easy to contact and fun to chat with.

When advertising locally, use all available local knowledge to tap into the wants and needs of the community. Messaging on all channels should be consistent and relate to the brand’s target demographic.

Networking with other small local businesses via social media is also invaluable. For example, collaborations between two or more local brands can be founded on social media, allowing each company to profit. In addition, LinkedIn is an excellent platform for engaging with similarly minded local businesses and sometimes even forming business partnerships.
Claim Local Listings

Making sure that small business signs up with local directories is simple yet rewarding. It will not take long or cost anything to submit the company profile and contact details to local listings specific to the industry. Professional organizations oversee some of these, and some work with the Chamber of Commerce or Small Business Bureau.

Google Business, Bing Business, and Yelp Business also allow companies to claim their profiles online and tailor them to their customers and interests. Many local clients use these engines to find trusted local businesses for their needs, but if the contact information is wrong, they quickly move to the next option.

When claiming and writing a business profile, focus on these tasks:
- Upload clear, up-to-date photos of the business
- Describe the business succinctly
- Include the phone number, address, and social media handles
- Respond professionally and courteously to online reviews of all kinds
Run Locally Targeted Ads

Running ads in the web’s vast digital space can sometimes seem overwhelming and inefficient. However, when advertising a business locally, using local digital ads is an excellent way to reach a specific audience.

When used correctly, online ads allow companies to target specific local demographics. If the business owner has done their research up to this point, they should know exactly who they want their ads to reach. But how can businesses use ads this way? Search Engine Marketing (SEM) includes advertisements that make approaching specific audiences easier. SEM ads show up at the top of local search engine results.

When informed small business owners select a local target customer base and use specific terms with local significance, this helps place their businesses at the top of the list.

An Example: Henry’s Hardware
Henry opens a new hardware store in Aspen, Colorado. He knows that people often use the search terms “Best Hardware Store Aspen,” and he invests in ads that appear when searching for this phrase. The investment pays off because Henry now has an advantage over his competitors.

Another route to running targeted ads is cost-per-click (CPC) ads or pay-per-click (PPC) ads. Google Ads, for example, helps promote the business in specific areas of the site and its apps. These include certain search results and even on the business pages of competitors.Business owners have control over CPC and PPC ads and can pause or stop them anytime.

While companies need to pay when someone clicks on their ad, these ads also allow business owners to focus on clients looking to spend.You can also consider cost-per-click (CPC) or pay-per-click (PPC) ads on popular platforms.
Establish A Direct Mail Campaign

We’ve discussed web-based strategies, but traditional marketing ideas are still effective when advertising locally.Direct mail campaigns have existed for years because they are a simple way to get in touch with prospective customers. Plus, younger generations, from Generation Z to Millennials, welcome direct mail to their PO Boxes and homes.

Why? Because direct mail is a tangible alternative to the web, it is also decidedly local. As a result, a business can target specific repeat and prospective customers for a low expense.

The Power of Direct Mail
Sometimes business owners realize their target market does not use social media or email. In this instance, a direct mail campaign can work. Also, since online ads are everywhere, a simple mailed brochure can help a new small business stand out with its timeless approach.

Brochures should be clear and simple, including contact information, brand information, and possibly a voucher or discount code. Many businesses find that adding an expiration date to a sale or discount code brings customers in much faster.

Direct mail can instantly make a company more locally recognizable. However, it comes with a caveat. Many people are dismissive of receiving ads in the mail; if a business sends too much correspondence, it could work against them. The solution? Send mail sparingly to carefully chosen communities, and ensure it contains a valuable and timely message.

Plus, this type of traditional advertising is not limited to brochures and mailing. Small businesses also find that posting ads in local newspapers and magazines can expose the brand to new audiences.
Use Email Marketing

Marketing via email is a powerful method of local advertising. Email marketing campaigns can accomplish many things for the brand, including:
- Increase brand awareness
- Increase the number of new customers
- Help retain current clients
- Convert leads
Similar to other methods of local marketing, successful email campaigns rely on an acute knowledge of customer behavior and demographics, including interests, age, location, and more.

Starting an Email Campaign

Some business owners wonder how to quickly obtain peoples’ email addresses. There are a few ways:
- Feature sign-up forms on the company’s website
- Use blog content to solicit email addresses
- Have a sign-up form at the brick-and-mortar store (probably near the register or line)
- Offer discounts, deals, and vouchers in exchange for email addresses
Many clients are worried about being spammed or contacted every day. A tactful, measured approach is the best way to run an email campaign. Customers should look forward to company emails, not instantly delete them. Always provide a way to opt out, also.

One way is to have sign-up forms and calls to action on your website, blog content, or onsite at your business. You can also incentivize customers in your store with discounts on their next purchase if they sign up.

Online Newsletters

Some businesses find the best mix of new and old strategies through an emailed newsletter. Business owners should research or contact an SEO writing professionally for tips on avoiding the spam folder. However, a concise email about future happenings can remind locals about the business and encourage them to return to the store.
Involve the Business in the Community

Community involvement is a free way to promote one’s small business and makes business owners feel good. Many successful small business owners search for opportunities such as fundraisers, benefits, or food drives.

When business owners participate in something that benefits the entire community, people notice their actions and sacrifice. In addition, these events offer a chance to network with other business owners and professionals.

There might even be a chance to sponsor an event or a team which spreads brand awareness while aiding the community.Small businesses often become large parts of their communities, and getting to know the people around you is an excellent first step. Helping the less fortunate is also paramount in any community and rewarding.

Community-based Ideas
Local organizations such as shelters and food kitchens always need help, and when small business owners give back, they create more business and feel good about themselves. When small businesses become known as institutions in small towns, it is usually not only because they offer a valuable product or service. It is because they give back to the town, and vice-versa.New small business owners can also partner with local charities and hold special fundraising events at their locations. The proceeds can go directly to a good cause, and the store will fill with people.
Start a Loyalty Program

Loyalty programs are powerful tools for small businesses. They can help small companies bring in repeat customers and build trust among clients. Customers love perks, and they return to businesses that offer discounts and deals with a certain number of purchases.The perks can vary according to supply and expense.

Complimentary trials of new products, free or discounted upgrades, or discounts on upcoming purchases are all excellent ideas. Loyalty programs are not set in stone either, and many business owners try out a few different ideas before settling on a program that delivers.

Example: El Pelon Burritos
In Boston’s Fenway neighborhood, El Pelon’s burritos are king. However, competition is fierce. So the owner of El Pelon begins handing out free stamp cards. For each ordered burrito, a customer receives a stamp. Once they have eight burritos, they are entitled to a free burrito, taco, or fajita.The strategy begins slow, but it works, and El Pelon’s business increases by 10% over the next six months.
Encourage Customer Reviews

Most new small businesses make mistakes, and some even earn a few poor reviews early on. Therefore, gathering positive and negative feedback is vital for all small businesses. Encouraging local customers to leave reviews is a technique that lets people know that the owner cares about their experience.

Local Reviews
Small local areas are great places to solicit reviews and get company feedback to a promising start. With fewer businesses to compete with, small companies should be able to earn a respectable number of reviews early on. Business owners and managers should not only take reviews to heart but respond by thanking people online or in person. This kind of conversation and dialogue is important because when customers see their suggestions taken seriously, they trust the business and return often.
Create a Niche

Even outside of big cities, the over-saturation of small businesses can be an issue. Therefore, it is more important than ever to differentiate a small business from its competitors. Companies can stand out by creating an original brand and offering unique products many companies do not have.

An Example: Rick’s New York Bagels
Rick opens a Bagel Bakery in Pismo Beach, CA. When Rick discovers five other bagel stores in his immediate vicinity, he decides to set Rick’s Bagels apart. Rick speaks to locals and does some online research. He learns that none of the bagel shops offer lox or creamed cheese, and only one shop offers egg sandwiches.

Rick’s store becomes a hit based on the niche he has chosen. He focuses his cuisine around three unique bagel sandwiches, and word gets out. Rick found both customer demand and a niche he feels comfortable in.

Finding a specific niche for a small business is vital. A niche is created through research, knowledge of the target customer base, and a willingness to set the business apart.
Come Up With A Comprehensive Marketing Plan

Running even the most successful small business is not easy. Figuring out the best channels for local advertising and targeting the right customers can also be challenging.While not all these methods may work for your small business, hopefully, some will increase the reach of the company’s local advertising and place your business on the road to success.

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